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How Damas Prioritized Customer Experience using Net Promoter Score®

Damas sought to enhance their in-store shopping experiences across 163 stores but lacked insight into post transaction customer interactions. To overcome these challenges, they leveraged Zonka Feedback to gather vital customer feedback and improve their overall shopping experience.


Headquartered in Dubai, United Arab Emirates, Damas Jewellery is the leading jeweler in the Middle East with its foundation dating back to 1907. Today, it operates 300 stores across the GCC and employs more than 2000 people. Over 40 prestigious international brands are part of Damas Jewellery’s varied portfolio alongside its own branded in-house collections, offering customers a wide range of designs suited to all occasions.

ChallengesDriving Brand Awareness and amplifying Customer Satisfaction

Damas faced several challenges in their quest to enhance brand awareness and customer satisfaction. To address these challenges, the company implemented strategic initiatives, such as assessing store profitability and prioritizing digital transformation. However, there were specific areas that required improvement:

  • Collecting valuable customer feedback to enhance the customer experience and prioritize data-driven insights: Damas recognized the importance of gathering customer feedback to improve their offerings and overall customer experience. By collecting feedback, they aimed to gain valuable insights into customer preferences, pain points, and expectations.
  • Gathering customer feedback from a wide range of locations across multiple countries: Damas operates in multiple countries, catering to diverse customer bases. To ensure a comprehensive understanding of customer sentiment and preferences, it was crucial for Damas to gather feedback from a wide range of locations. 
  • Lack of user-friendly and efficient NPS platform to measure customer satisfaction levels and track NPS scores across multiple store locations: Damas faced a challenge in effectively measuring customer satisfaction levels and tracking Net Promoter Scores (NPS) across their various store locations.

Implementing Zonka Feedback Survey Tool has been a game-changer for our organization. It has provided us with valuable insights into our customer's experience, allowing us to identify areas for improvement and implement changes that have positively impacted customer satisfaction and loyalty. While NPS scores have their place, we rely on data that tracks actual sales transactions and customer behavior to drive our customer retention strategy

Nachiket Bandekar, IT Director, Damas Jewellery

SolutionDeploying Net Promoter Score for Damas

Damas leveraged Zonka Feedback's robust platform to capture customer feedback from multiple locations, analyze it, and use it to enhance customer experiences with below mentioned features:

  • Net Promoter Score (NPS) system: Implemented the NPS system to quickly assess customer satisfaction and loyalty across all store locations.
  • Email and offline surveys: Damas now uses email surveys and offline surveys to collect personalized feedback and gain real-time insights into the customer experience.
  • CX automation: Damas now holds up with CX automation to automate tasks like follow-up emails, report generation, and data analysis, resulting in time and resource savings.
  • API integration: Integrated the feedback program with other systems and applications using APIs, enabling a more comprehensive view of operations.
  • Location-based surveys: Tailored the feedback program to the unique needs of each store location through location-based surveys, ensuring consistent delivery of exceptional customer experiences.

ImpactAmplified Customer Experience

  • Improved customer satisfaction and loyalty: Damas witnessed a marked improvement in customer satisfaction and loyalty since implementing Zonka Feedback's comprehensive program.
  • Targeted improvements based on feedback: The company made targeted improvements based on customer feedback, resulting in increased customer retention and repeat business.
  • Streamlined feedback process: CX automation and APIs enabled Damas to streamline their feedback process and integrate it with other systems, enhancing efficiency and productivity.
  • Conducting thousands of NPS surveys: Damas conducts thousands of NPS surveys across its 163 stores located in various regions.
  • Exceptional NPS scores: The brand's average NPS score is currently trending at over 85, indicating exceptional customer satisfaction levels across all operations.

    Overall, the implementation of Zonka Feedback has transformed the CX landscape for Damas. With the ability to collect feedback from a wide range of locations and channels, including email and offline surveys, Damas has been able to gain valuable insights into the customer experience and make data-driven decisions.